eMarketing: The Essential Guide to Marketing in a Digital World

(6 reviews)

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Rob Stokes, Quirk eMarketing

Pub Date: 2013

ISBN 13: 978-0-6205651-5-8

Publisher: Independent

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Reviewed by Minh Huynh, Associate Professor, Southeastern Louisiana University, on 6/21/2017.

This textbook has an excellent coverage of the subject matter. It includes almost all aspects in e-marketing ranging from emarketing tactics to … read more

 

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Reviewed by Susan E. Bouchard, Adjunct Faculty, Rhode Island College, on 4/12/2017.

This is a good base text for an introductory digital marketing course. It could be supplemented with current social media concepts and practices for … read more

 

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Reviewed by Michael Adams, Instructor, Chemeketa Community College, on 2/9/2017.

The text is very comprehensive, compared to two other emarketing texts that I have used. Emarketing is a fast moving subject area, so it is … read more

 

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Reviewed by Laura Lott Valenti, Instructor of Marketing, Nicholls State University, on 2/9/2017.

The text adequately addresses the major and minor details of e-marketing and in some cases provide a “how-to” section, allowing practitioners to use … read more

 

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Reviewed by Barb Dodd, Adjunct Professor, Virginia Commonwealth University, on 12/6/2016.

This book offers an overall perspective of e-marketing. Although app development and current technology has impacted e-marketing the text provides perspective.… read more

 

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Reviewed by Dave Seng, Adjunct Professor, University of Arizona, on 6/11/2015.

The text covers all areas of emarketing. Very thorough, complete, and comprehensive.… read more

 

Table of Contents

1. Situating digital in marketing
 
Part 1. Think
2. Digital Marketing Strategy 
3. Market Research
4. Content Marketing Strategy
 
Part 2. Create
5. User Experience Design
6. Web Development and Design
7. Writing for Digital
 
Part 3. Engage
8. Customer Relationship Management
9. Search Engine Optimisation 
10. Search Advertising
11. Online Advertising
12. Affiliate Marketing
13. Video Marketing
14. Social Media Channels
15. Social Media Strategy
16. Email Marketing
17. Mobile Marketing
 
Part 4. Optimise
18. Data Analytics
19. Conversation Optimisation
20. Appendix

About the Book

The newly updated edition - based on Quirk's unique Think, Create, Engage, Optimise structure and processes - includes chapters on the latest marketing trends as well as updated facts and figures and all new real-world case studies showing the application of digital best practice.

Other important updates include:

  • Expansion of the THINK section to better position itself as a platform for approaching the rest of the book and the marketing process overall.
  • Enormous improvements to the Market Research and Strategy chapters and the addition of a Content Strategy chapter.
  • New Usability Design chapter.
  • Expansion of the Video Marketing and Mobile chapters to reflect the growing importance of these areas in the digital landscape.

About the Contributors

Author(s)

Rob Stokes earned his Business Science Degree at the University of Cape Town and is the 2009 Bookmarks Winner for the Best Individual Contribution to Digital award. His Marketing Honors Thesis, which focused on the topic of email marketing, led to development of the company Quirk eMarketing, which he currently is the CEO of. He is considered to be an eMarketing specialist and he lectures on Internet Marketing at the University of Cape Town, Red & Yellow School of Advertising and Cape Peninsula University of Technology. He also holds various workshops and presentations on eMarketing across the globe.